THE BRIEF: Introduce Statement, a luxury hi-fi product, to the mainstream media.
HOW WE DID IT: Statement launched at CES 2014. Starscream planning started months before, arranging exclusive previews with both Wired and Yahoo UK to debut at launch. Starscream arranged a Wired photo shoot in Shoreditch and visited the studio to ensure all shots were on brand and Statement was ready to be seen by Wired.
Starscream met with mainstream media and, under NDA, briefed journalists on Statement, working on news treatments and feature ideas for CES 2014 and beyond. Starscream created a targeted press release aimed at the mainstream media alongside a press lounge with photography and video. All assets were available for download on PC or Mac as well as direct to smartphones and tablets, crucial for gaining coverage at a hectic convention like CES 2014.
During CES 2014, the Statement demo was attended by The Sun, MSN UK, The Metro, The Daily Mirror, Wired and more generating coverage from The Mail on Sunday, MSN, Metro, The Daily Mirror, Yahoo UK and The Guardian. Key media such as Wired, MSN and Yahoo UK tweeted around the launch, helping spread the word at CES 2014 and enhancing future media coverage in publications such as Wallpaper.
Statement coverage reached a combined readership of 8.6 million UK consumers during three days of CES 2014.